BRAND IDENTITY
COMMUNICATION STRATEGY
e Brief VGC was commissioned to establish the hospital brand – Sakra World Hospital is a Bone, Joint, Brain and Heart specialty hospital in Bangalore and marks the Kirloskar Group's foray into Healthcare and VGC's foray into Hospital Design Strategy.
BRAND POSITIONING Strengths •A brand of repute. •A brand that is Innovative. •A brand that induces a sense of Arrival & Pride. •A brand which assures Innovative Design & Quality. •A brand that’s stands for engineering. Weaknesses •New entrant in heath-care. •Perceived to have no association with healthcare domain though being a leading supplier of medical equipment.
Our Process
Research & Market analysis
Interview with internal & external stakeholders
Naming
Brand identity & communication design
Research
The Market place
The Market place – Taglines of Competitors
Inspired by life
Touching lives
Dedicated to life
Hospital and Research Center
21st century healthcare
Expert Surgical care
Health and Happiness for all
Putting patients first
Medical Excellence with a human touch
Heathcare is in our genes
Our doctors, Your Friends
Fortis Healthcare
Caring for you... for life
Most of the hospitals are positioned along the lines of •
Inspired by life
•
Dedicated to life
•
Putting patients first
•
Health and Happiness
•
Caring for you / your life
•
Hospital and Research center
e clutter
Every Hospital today endeavors to build themselves into specialised health-care providers • With state of art technology • Care and aftercare - everyone • Trust • Passion to excellence
s mantra
e challenge is to break the clutter
e Opportunity
To be another hospital brand and talk about specialised care and after-care.
Move to the next level and go beyond.
Toyota Tsusho
Kirloskar
TRUST (From legacy)
+
TRUST (From global reputation of advanced technology)
KIRLOSKAR
+ = TOYOTA
A DIFFERENTIATED HOSPITAL BRAND
Desired Positioning
Care, Aftercare, Trust Dedicated to life etc. OTHERS
Desired Positioning
KIRLOSKAR + TOYOTA TSUSHO
A DIFFERENTIATED, HOSPITAL BRAND WHICH CREATES A NEW PARADIGM OF HEALTHCARE EXCELLENCE MADE CREDIBLE BY THE INDO-JAPANESE EXPERTISE
Care, Aftercare, Trust Dedicated to life etc. OTHERS
EVERYTHING WE COMMUNICATE SHOULD REFLECT THE IND0- JAPANESE COLLABORATION.
EVERYTHING WE COMMUNICATE SHOULD REFLECT THE IND0- JAPANESE COLLABORATION.
COMMUNICATION - OUTDOORS, WEBSITE ETC BRAND IDENTITY - LOGO, MISSION, VISION, VALUES
BRAND NAME KIRLOSKAR + TOYOTA TSUSHO
Interviews with Internal Stakeholders
New project and pan India ambitions, already established brand name as leading suppliers of high-tech medical equipment, It is time to diversify the brand to hospitals. ~ Geetanjali Kirloskar, Chairperson
Change is here, our goal is to be the worlds number one neuro and ortho center. Anything Kirloskar group has started has always been on the top. • Traditional ethos of the company, trust, tradition. • Replace the family doctors by being great hospital doctors • Hospital should have the feel of a hotel nor be intimidating. • Pleasant patient experience. ~ Dr Arjun Srivatsa, Chief of Medical Services
Interviews with External Stakeholders
Promotion of health education is lacking in all our hospitals in India ~ Dr. Arjun Isaac Ramaya Medical Collage
Doctor - patient relationships is fundamental ~ Dr. Nalatham Manoharan IRH Gnanadason Hospital
Doctor-Patient trust is key. e problem needs to be identified without wasting valuable time that the patient spends suffering ~ Patient (Age – 60)
How the doctor treats you is most important. Quality of the hospital in terms of efficiency and care. ~ Visitor (Age – 52)
A lot of private hospitals in ask for unnecessary procedures & tests. Money is not a problem but it shouldn‘t be such a long process. ~ Patient (Age – 27)
We came here at 01.00 PM today and have been waiting for almost 2 hours now. My leg has been paining for long now yet I have to wait. ~ Patient (Age – 50+)
I have come to Fortis as it is an established international brand. ~ Patient (Age – 23)
Apollo is all over India and is an established brand. Although expensive you don t want to take a chance when it comes to health. ~ Patient (Age – 30)
e Naming e name Sakra is derived from the Japanese flower Sakura or Cherry Blossom which has associations with healing and a sense of calm. It also resonates with the word sacre or sacred. e Sakra logo has been designed to simulate Japanese calligraphy, where four petals come together to form a flower-like cross; blending medical iconography within a Japanese cultural context.
Positioning
Sakra World Hospital; e new Paradigm in Healthcare bringing together the Indo-Japanese Expertise.
Branding Design Given the mandate that the logo must feature a medical cross and the hospital was an Indo-Japanese venture, VGC conceived a unique visual symbol that captured the brand's coming together premise within a Japanese cultural context.
5 August 2013
Logo
Logo
VYAS GIANNETTI CREATIVE ©
5 August 2013
VYAS GIANNETTI CREATIVE ©
5 August 2013
VYAS GIANNETTI CREATIVE ©
Facia + Signage
Building Facade
5 August 2013
VYAS GIANNETTI CREATIVE ©
Pylon
Pylon
Kiosk
Flags
5 August 2013
VYAS GIANNETTI CREATIVE ©
Flags
5 August 2013
VYAS GIANNETTI CREATIVE ©
Building Facia
5 August 2013
VYAS GIANNETTI CREATIVE ©
Picture of interiors
Ambulance
5 August 2013
VYAS GIANNETTI CREATIVE ©
Hospital Interior + Way-finding Signage
Picture of interiors
Detail on wall
5 August 2013
Picture of interiors
Picture of interiors
Glass Detailing
Glass Etching
Glass Detailing
28
Picture of interiors
Picture of interiors
Hospital Bed Linen
5 August 2013
VYAS GIANNETTI CREATIVE ©
Picture of interiors
Way-finding Signage
5 August 2013
VYAS GIANNETTI CREATIVE ©
Way-finding Signage
Signage Options
Signage Options
Sta Uniforms
Sta Uniforms
Sta Uniforms
Stationery
Business Card
Business Card
5 August 2013
VYAS GIANNETTI CREATIVE ©
Letterhead
Employee ID Card
Medical Record File
Medical Record Folder
Patient Card
Information Brochures
Information Brochures
CD & CD Cover
Mobile app
Mobile app
Email Signature
Get Well Soon Card
Client Speak